Zara is a Spanish clothing and accessories retailer established in 1985 that is owned by Inditex Group. It has over 521 stores across 47 countries and 2 US stores opened in 2012 in New York City and Washington DC. Zara targets a cosmopolitan and urban audience between ages 20-35 that appreciates European style, quality design at affordable prices. While Zara has strong brand recognition in Europe, opportunities exist to increase its low US brand awareness through leveraging digital marketing practices.

1. Digital Marketing Strategy

2. • Established in 1985 in Spain
• Owned by Inditex Group
• Product Line
- Women: Clothing, Accessories, Soft, Fragrances, Eyewear
- Men: Clothing, Accessories, Soft, Personal Tailoring, Fragrances,
Eyewear
- Children : Boys & Girls clothing
- Baby
• Financial information
- The sales reached 1 billion euros ($1.3 billion) in 2012.
- The revenue growth > retail space expansion
- Inditex’s most profitable brand in 2011
- Operating margin
24 19

3. 521stores
In 47 countries
2US Stores : NYC (Fall 2012) , 689 5th Ave
Washington DC (Fall 2012)
Stores

4. European Style

5. Target Audience
Cosmopolitan, Urban
Between 20-35 years old
NYC locals and tourists
Young professionals or
office staffs
Like to urban, elegant,
classical and sophisticated
clothing styles
Enjoy quality and good
design at a price
Upper middle and upper
social economic class

6. • Strong European presence
• Classic European style
• Prime location on 5th Ave
• Visually appealing website
• Engaging video content
Strengths
• Low US brand awareness
• Low social presence (compared to
competitors)
• Not utilizing all appropriate social
channels
• Not using paid search, paid social, or
display ads
Weaknesses
Threats Opportunities
• Over saturated marketplace
• Many European brands entering the
US marketing in the past 5 years
• Many well established competitors
with large digital followings
• Growth in the US market, specifically
NYC
• Leveraging digital marketing practices
to grow digital presence and increase
US brand awareness
• Use digitally tied local promotions to
attract customers to the NYC store
SWOT

7. Type: Subsidiary of LVMH
Founded: 1989
Number of location: 70
Headquarters: 550 Seventh
Avenue, NYC
Products:Fashion, leather goods
and watches
Type: Division of The Gap, Inc.
Founded: 1978
Number of locations: 642, more
than 500 in United States
Headquarters: San Francisco
Type: Public company
Founded: 1967
Number of locations: 631
Headquarters: 650 Madison
Avenue. NYC
Annual revenue: 4.98 billion , FY
2010
Type: Private
Founded: 1983
Number of locations: 333
Headquarters: 770 Broadway, NYC
Annual Revenue: 1.7 billion, FY 2011
Competitors

8. 6.7 M 438 K
40 K 4.5 M
Competitors

9. Current Digital Presence
Digital
Platform
Detail
Website √ No social network links
Facebook √ All the content is about photos featuring products and models;
No interactivity; Less activity.
Twitter √ For customer service: Just answering questions
Pinterest √ Few people like or repin the pictures; not connect with its other
social network; relatively fewer followers
Instagram √ Not active
Youtube √ High quality videos; Not organized
Blog √ Good content; Hard to find the blog; Less active
APP √ For E-commerce; No brand experience
SEM X
Display X
Email √ There’s enews letter sunscription link, but I’ve never received any.
321K
16K
1K
3K
n/a

10. Problems
• Low Brand Awareness
–Word of mouth strategy
• Competitors

11. Problems
• Lack of customize marketing effort
– Diversity in the marketplace
• Average-poor reputation on customer service
online
– Staff lacking product knowledge

12. Objective
•Increase awareness in US
•Increase store traffic in NYC

13. Recommendations
• Utilizing paid digital media
• Editorial placements
• In store blogger events
• VIP shopper event
• Social media tie-ins

14. Banner ads Facebook Ads
Sponsored Posts
video Paid search
Paid Media

15. Editorial Placements
Social
Media
Fashion
Blogs
Online
store

16. NYC Fashion Blogger Event
Fashion
Event
Social
Media
Fashion
Blogs
#MassimoDuttiNYC

17. E-mail Invite Only VIP Shopping Event
VIP
Event
Social
Media
Fashion
Blogs
Online
Store
Email

18. Social
Paid Social
Banner Ad
Paid Search
MD Blog
Email
In Store
Event
Website
Store
User Generated Content
Call-to-action
Invite people to
join newsletter
Inform of launch
Send out
invitation
Social and
blog posts
User Generated Content
Media Tactic

19. Paid Search
Banner Ad
In store Event
Social Media
Website
MD blog
Launch
Media Schedule
Magazine
Update
Email
Paid Social
Update
Launch Maintain Improve
Blast
Digitally-
tied
Launch
Launch
Mid
Pre-Launch
April
Launch
May-Aug
Maintain
Oct - Dec
Eval.
Sept
End
Jan
Improve
Improve
Improve
Discount
Push
Improve
Improve
End
Mid: Measure success and how to improve
End: Measure success and how to improve